first published week of: 08/27/2012
Most people may think of geographic information systems (GIS) simply as Google maps or the navigation system for their car, but GIS tools do a lot more than help people get from A to B. Businesses are adding a spatial dimension to data to help make critical decisions in this tough economy.
We recently interviewed Yellowfin CEO Glen Rabie to find out more about this topic and why Yellowfin Business Intelligence with spatial data is so much more than just Google Maps.
Q. How does GIS integrated with BI differ from the traditional GIS approach?
A. A typical spatial specialists approach to GIS data is that it is about land use – and the optimization of that – where to put that next store. Well on the one hand that is true and there is a place for stand-alone GIS apps to do just that, but the power of GIS is far greater. Land use changes – where you put a store or a branch today may not be that ideal in 5 years time – however what action can you take based upon your now relatively fixed network. How do you market to the changing landscape of customers and attract them to your store, how do you optimize the distribution channel that you have, how do you accurately compare one stores performance with another based on customer catchment segment analysis not necessarily proximity (still a spatial question believe it or not). This is the greater reality of GIS data and the massive potential it has for improving business performance.
Q. What are some of the newer and more innovative ways in which businesses are using GIS data beyond traditional niches?
A. When you think of GIS traditionally you think of government and urban planning. The major application in the private sector to date has been logistics. However, this is changing. One of the key uses of GIS is store/branch/dealer location. A great partner of ours eSite does just that – but there is a whole lot more. The most compelling is the use of spatial data for optimizing marketing campaigns.
Understanding the demographics of your desired customer and where they are located is critical if you want to maximize the return on your marketing dollar. Its not just about being able to target them but also understanding what the likely-hood of them accessing your channel is – especially if it is a bricks and mortar channel. What’s the drive time? etc. Jet Interactive a partner of ours has a fantastic use of Yellowfin spatial. They use the spatial analytic capability of Yellowfin to provide 0800, 1300 call information. By tracking incoming calls Jet Interactive can overlay not the location of the call but all the demographic breakdown of the locations population. This is a highly valuable service to their customers who can now accurately measure the effectiveness of response rates to phone campaigns from a spatial perspective.
Q. How is GIS being integrated with traditional business Intelligence?...continued here.